Emergent Research

EMERGENT RESEARCH is focused on better understanding the small business sector of the US and global economy.

Authors

The authors are Steve King and Carolyn Ockels. Steve and Carolyn are partners at Emergent Research and Senior Fellows at the Society for New Communications Research. Carolyn is leading the coworking study and Steve is a member of the project team.

Videos

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Emergent Research works with corporate, government and non-profit clients. When we reference organizations that have provided us funding in the last year we will note it.
If we mention a product or service that we received for free or other considerations, we will note it.

This year’s most overhyped trend is a wholesome Danish concept of cosiness, used to sell everything from fluffy socks to vegan shepherd’s pie.

The article also points out hygge defies literal translation and is very hard for the non-Danish to pronounce properly. They also say a closer translation is "a feeling of calm togetherness and the enjoyment of simple pleasures, perhaps illuminated by the gentle flicker of candlelight."

As consumers’ lives become more hectic, they are looking for relaxation and emotional support. Hygge is the latest lifestyle phenomenon to recognize people’s need for comfort.

And of course you can't achieve hygge unless you have a bunch of hygge inducing consumer goods:

It wraps in not just good feelings and spending time with family, but also accouterments from candles to blankets to mugs of hot chocolate.

The article highlights the U.K. company HyggeBox, which uses the tagline “Danish coziness delivered.” They provide monthly subscription boxes filled with goodies, such as tea lights and woolen socks, which vary depending on the season.

Hygge is part of a broader set of trends around the complexities of modern times leading people to seek or at least yearn for a simpler, gentler life. These include the mindfulness movement, the tiny house movement, the simplicity movement, yoga ... the list goes on and on.